NBCU, Campbell Soup Look To Get 'Healthy' With Outreach Initiative

10/14/2009 11:50 AM Eastern

By: MCN Staff

Looking to link staffers, consumers and marketers, NBCU has launched a new health care initiative."Healthy at NBCU" will cut across NBCU's array of platforms, spotlighting health and wellness fareThe initiative, following such endeavors as "Women At NBCU" and "Green is Universal,"is the programmer's companion to parent General Electric's "healthymagination" initiative. Healthy At NBCU will provide marketers one-stop-shopping for a broad array of health and wellness content from the Today show to The Biggest Loser to iVillage to Oxygen's Dance Your Ass Off. The Campbell Soup Co. is the inaugural sponsor, and will promote its lower sodium soups and "AdDress Your Heart" awareness campaign on NBC's Today and on Dr. Nancy Snyderman's one-hour MSNBC program.

NBC will launch new editions of its "The More You Know" public affairs campaigns with a focus on health and wellness, and will launch a cross platform event encouraging fitness and reducing obesity in 2010. iVillage's relaunched health site, coming in February 2010, will also play an integral role in the initiative

"Now more than ever consumers are striving to take charge of their well-being," said Lauren Zalaznick, president NBC Universal Women and Lifestyle Entertainment Networks, who is spearheading the initiative, in a statement. "NBCU's powerful line-up of entertaining and informative health content, as well as our proven expertise in delivering target audiences across numerous properties, uniquely positions Healthy At NBCU to serve clients in this red hot category."